In 2010, Joseph Henrich, Steven Heine, and Ara Norenzayan revealed that 96 percent of the data underpinning scientific claims about human psychology and behavior came from W.E.I.R.D. research participants—individuals from Western, educated, industrialized, rich, and democratic societies. They argued that this narrow pool of subjects drastically constrained what we could confidently claim about human nature. Their findings alerted many scientists to the urgent need to broaden both where and with whom they conduct studies. Yet acknowledging the problem is one thing; changing research practices is another. About ten years later, Henrich, Norenzayan, and Coren Apicella carried out a follow-up analysis to check whether participant pools had become more diverse. They had not. The team discovered that 94 percent of studies were still based on W.E.I.R.D. samples. The W.E.I.R.D. problem endures not because researchers dismiss it, but because doing research in new and unfamiliar settings is genuinely challenging. Language and cultural differences, difficulties in recruiting participants, and technological hurdles all stand in the way. Still, these obstacles can be overcome—and must be. The W.E.I.R.D. problem persists not because scholars doubt its importance, but because expanding research globally is hard work. In 2023, I launched Besample, a platform created to help scientists access participants worldwide and tackle these barriers. As a social psychologist trained in the United States but born and raised in Russia, supporting researchers in confronting the W.E.I.R.D.…